Cognos TM1
 
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Cognos TM1

  
Cognos TM1

Market & Customer Analytic Solutions

Analyzing market size and share, product strategy and management, customer satisfaction, campaign planning and effectiveness, advertising and promotion impact—all of these core marketing activities require an analytics layer to support decision-making and to measure the effectiveness of your company's marketing dollars.

Market Size & Share analysis combines Sales and CRM data with external data purchased from third-parties like Nielson to build a picture of the entire market. Especially valuable to industries with many product lines and large markets, these analytic tools can help you spot trends in market conditions and provide critical insight into the success of campaigns aimed at market share acquisition or maintenance.

In industries with high levels of customer churn, you must monitor your customer segments as a function of products, pricing, timing, advertising and promotional campaigns. A Customer Churn analytical application enables you to correlate the peaks and troughs of your customer turnover with internal and competitor activity.

Customer and Vendor Satisfaction provides valuable insight into every facet and touch point between you and your customers and suppliers. Results from online and telephone surveys, combined with statistical summaries of research and operational data, can provide your marketing team with a constant and real-time understanding of customer satisfaction drivers, and means to identify methods for improvement.

Often the most difficult task for marketing is demonstrating where marketing dollars were spent, how effectively they were spent, and what deals closed as a result of campaign expenditures. Most CRM applications allow marketing campaigns to be planned with budgeted dollars and newly-generated leads attributed to a specific campaign. Analyzing your campaigns across time for effectiveness is crucial to future planning, continued justification of funds, and is the most effective response to the often-heard sales complaint of "not getting enough leads." A Campaign Planning and Effectiveness application, jointly accessed by Sales and Marketing, will provide a fact-based solution to the problem of matching closed deals relative to new leads.

  

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